Kraft Heinz has unveiled a campaign to launch its new ABC Bawang Pedas sambal. Kickstarted with an ad, the campaign aims to spotlight Kraft Heinz’s key ingredient in its new product, the Brebes shallot.
Created by creative agency VMLY&R Indonesia, the campaign tells the story of the sambal’s key ingredient from field to plate, celebrating the Brebes farmers, whose expertise and care results in the taste and fragrance the shallots are famous for, which is fused with the spiciness of Indonesian chilies to create the unique flavour of ABC Bawang Pedas sambal sauce.
The ad was launched on Heinz ABC’s YouTube channel, and has received more than 8.7 million views, with a reach of over 51.3 million. As part of the campaign, Kraft Heinz and VMLY&R Indonesia also engaged popular Indonesian Chef Arnold Poernomo, judge of Masterchef Indonesia, to help seed the campaign to his followers across social media.
Din Sumedi, chief creative officer, VMLY&R Indonesia said: “We wanted to create a campaign that truly connected consumers of ABC Bawang Pedas with those who grow the ingredients that go into it, not only highlighting the gourmet quality of the new sambal but also those who grow the shallots, as a key differentiator in the market.
He added that by focusing on the story of the farmers, with visuals of the key ingredients, the campaign ad is not only mouth-watering to watch, but also reminds audiences of the dedication of the farmers behind the ingredients that go into every bottle of ABC Bawang Pedas.
Earlier in September, Kraft Heinz said it will be going through a company transformation, and increasing its marketing and advertising spend by 30%. The company looks to adopt a new strategy, operating model and key initiatives in efforts to transform its operations, and said this will signal a fundamental shift in its approach to growing its brands and its business at a global scale.
As part of the company's transformation, Kraft Heinz consolidated its 55 categories into six consumer-driven platforms to drive growth. These platforms are namely aste elevation, easy meals made better, real food snacking, fast fresh meals, easy indulgent desserts, and flavourful hydration.
Separately, Kraft Heinz also appointed dentsu’s Carat to handle its Canada and international zones. Carat has also taken on the lead agency role in developing global projects and capabilities with the company’s Amsterdam-based global media team. It also retained incumbent Starcom Worldwide as its agency of record within the US zone.
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